Influentials Presentation
Quality Engagement
We know that they look for a quality experience and substance in any media choice they make and it has to be - when, where and how they want it.
Selective Media Choices
Influentials are faced with more and more media choice than ever before.Naturally they are extremely selective and elitist in their media behaviour but especially in light of this media explosion. This section of the presentation looks at their decision making process.
- 7 out of 10 Influentials are light television viewers -when they do choose to watch TV it's an 'appointment to view'. Interestingly - 6 out of 10 of the programmes that they choose are from the BBC.
- 60% of Influentials are light/medium radio listeners and 1 in 4 only listen once a week or not at all. 51% 'specifically choose to listen' to BBC stations.
- They are selective cinema goers and enjoy arthouse movies at independent screens.
- In terms of outdoor media they are more likely to see taxi and Underground ads as part of their commute.
Effective Communication
In order to communicate and engage with Influentials you need to understand their mindset, consider their environment, the time when they are consuming media and how you are communicating to them.This section of the presentation looks at the best way to do this.
Commuting
Influentials lives are hectic and they are always on the move but one thing does unites them - travel. Travel is part of the dialogue and culture of Influentials amd they are more likely than any other group to commute through central London. So, in terms of the environment and time, they are united by their daily commute.
- 63% of Influentials are commuters
- 90% travel by train or tube
- Their average daily commute takes 1 hour and 20 minutes
Windows of Opportunity
Their movements around these three activities offer media little pockets of time to in between their work, home and social lives to target them.
The commute is stressful, especially in environments such as the tube (according to Urban Travel) where they are more likely to feel insignificant, controlled and unsatisfied.
They have a need during the commute to create a virtual barrier and media provides this barrier against the stresses of the commute helping them to ‘cocoon’ and provide something to ‘escape into’.
In fact, media has a positive effect on their mindset and improves their emotional state. Ultimately, if you are looking for advertising to cut through and connect with them on an emotional level, media provides a more positive emotional state where they are more open and receptive to the advertising messages they encounter.
The full presentation also analyses key data within this marketplace.
